A Chinese Lamborghini Gallardo owner decided to have his supercar destroyed in public, to show his dissatisfaction with the car maker’s services.

The businessman from Qingdao, Shandong Province, says the engine of his luxury sports-car, a Lamborghini Gallardo L140, failed to start on November 29, 2010, just six months after he bought it. As any other car owner would do, he contacted the Lamborghini dealer in Qingdao, and the trailer of a maintenance service provider entrusted by the dealer was sent to carry the car to a designated maintenance shop. When his Lamborghini was returned, the owner noticed the engine problem still hadn’t been fixed, and that the bumper and chassis had been damaged, probably during the towing.

When the owner pointed out the problems at the maintenance shop, they denied his claims and simply ignored his consumer rights, so the owner tried to work things out with Mr. Stephan Winkelmann, CEO of Lamborghini’s China division, with the auto-maker’s after-sales service manager for Asia-Pacific region, and even with brand owner Volkswagen Group, but no one took responsibility for what had happened. Under the circumstances, the outraged car owner felt there was only one thing he could do.

He decided to hire a group of construction workers to publicly destroy his faulty Lamborghini Gallardo L140 on World Consumer Rights Day, to attract attention to the consumer rights problem in China. He stated that, in recent years, the Chinese people have been more than capable of consuming luxury goods, but international brands seek only to exploit the Chinese market and ignore the interests and rights of consumers. He feels that, in his case, Lamborghini failed to bring their famous high quality service to China, and this was the only way left he could protest.

In China, a Lamborghini Gallardo retails for between $529,000 and $757,000, depending on specifications.